Content Analysis

Cards (4)

What is content analysis?
> Used to analyse content for the incidence of certain words, images or concept within material
> Frequency is than tallied
> Coding units (categories) are used in advance
> Turns qualitative into quantitative data
What is the procedure of content analysis?
Data is collected
2. Researcher examines data, familiarise themselves with it
3. Researcher identifies coding units
4. Tally is made of the number of times that a coding unit appears
What are the strengths of using content analysis?
> Standardised procedure, high reliability
> Secondary data, quicker
> Ethical, no manipulation
What are the weaknesses of using content analysis?
> Interpreting categories, subjective, lowers internal validity
> Time consuming, accessing data
> Simplistic, doesn't investigate meaning